That is a line I used to hear all the time. The problem is Eskimos (these days, it’s more acceptable to call these peoples Inuit anyway) don’t want ice, because they’ve got plenty of it, and as consumers we’re becoming a little more savvy at recognising this.

As technology has improved, our expectations as consumers have increased and we no longer tolerate people trying to sell us something we really don’t need or want. Outbound calls, those pushy sales staff and relentless offers thrust at us are something that should have been left back in the 1980s.

Why then are some organisations still trying to really force the sale? We know that the cost of getting new customers is far higher than keeping existing ones. Most of us recognise that first impressions are important and that we’re far more likely to keep our customers if we develop a good relationship from the start. Treat your customer like royalty, and they will reward you with loyalty!

So the experience we need to provide our customers from start through to the end of their lifecycle is truly important. If a customer feels as if they are being unfairly sold to then it’s unlikely we’ll get their business or retain their loyalty.

Another challenge is ensuring that the attitude of staff is to sell through delivering great service. While order taking and treating the customer as another number on the sales/service production line is another pitfall.

Brightstone encountered this particular problem when they observed staff handling enquiries on a ticketline for a cross Channel ferry company. We got them to develop a few more questions rather than just the standard name, address and credit card details. However, one particular call highlighted the danger of not thinking about the customer’s needs and matching it to the service on offer:

Ticket rep: “How often do you travel with us?”

Customer: “Oh about once a week”.

Ticket rep: “Once a week… so what do you like to do when you get on board?”

Customer: “Well, I’ve got a lot of work to do, so I find a quiet corner, get out my laptop and grab a cup of coffee and a snack.”

Ticket rep: “Oh did you know that for just £20 more you can come into our business lounge with free Wifi and snacks?”

Customer: “Do you mean to tell me I’ve been travelling on your ship for the past three years and nobody has offered me this service?”

Brightstone can help you navigate the challenges of making a sale and improving your sales service from start to finish. Number one, your team needs to recognise that by asking really good questions and finding out the right information they will be able to properly match the customer’s needs. This way, they can offer the services or products that the customer wants. If you ask the wrong questions you could cause greater problems for your organisation in the long run. The customer for the cross Channel ferry company obviously felt annoyed and let down by the company.

Brightstone can help you:

• Develop the psychology of buying and selling – it’s not a dirty word
• Enhance the skills and techniques to create the right dialogue with customers
• Truly understand your product and service
• Help people to manage their objections

Whatever the challenge, Richard and the team are experts in change management and performance improvement. For more information about Brightstone’s bespoke sales training programmes please call us on 01273 233787.